One-Stop Mobile App Offers Ease of Buying Broadway Tickets

TodayTix is a one-stop iPhone app for last-minute Broadway ticket purchasers that lets them see the various shows being offered up to seven days in advance, choose a seat, pay for it using the best currently available price, and then send them proof of the ticket in less than 60 seconds. "We've really created the app with the idea that it should take 30 seconds or less from choosing the show to confirmation of the ticket," says TodayTix co-founder Merritt Baer. "It's just got to be that easy." TodayTix seeks out the best ticket prices and passes them along with a $5 convenience fee. Buyers can either collect their tickets at box offices that have teamed up with TodayTix, or be greeted outside the venue by a TodayTix representative, which costs another $5. Additional features of the app include the ability to transmit a photo of ticket buyers' credit cards if they do not want to type in the numbers, reviews of the various shows, social media buttons, push notifications if better seats become available, and a calendar that enables users to select available shows over multiple days. TodayTix's arrival coincides with a time when 50 percent of Broadway tickets are bought within a week of the performance, complicating theaters' ability to plan ahead.